Toby your work is great !!!The info given by you will be of big help for me thanks

Toby, thank you for that very thorough reply and the excellent info.
- J

Jill,

Although I don’t have a "standard" set of questions, here are some ideas that might help you get started.

The following applies to white papers and case studies developed on behalf of my B2B clients, and may or may not apply to other disciplines. It also assumes I’ve already completed a creative brief for the project and a value proposition for the product if one is required.

All the questions I compose and ask are open-ended, beginning with one of these words: what, who, when why, where, or how. For example, “What astrological sign are you?” provides an opportunity for a better response AND the opportunity for a follow-up question such as, “I don’t know anything about Gemini. What are they like?” I don’t ask closed-ended questions such as “Are you a Gemini?” There are only three possible answers to a closed-ended question: yes, no, and I don’t know, leaving very little room for constructive follow-up. Also, I never ask more than one question at a time, avoiding questions such as, “What was the result AND how did it affect the business?”

Generally speaking, “Why?” makes for good follow-up questions, rather than an initial one. You have to be careful with “why” questions, because they can be assumptive and accusatory in their nature, (e.g., “Why didn’t you call a consultant sooner?”) and could put your respondent on the defensive. Sometimes a follow up of simply “Why?” or “Why not?” is enough.

1. After an orientation meeting with the subject matter experts, I send them an email asking them to compose from 5 to 10 questions that, when asked of them, would provide them the best opportunity to share their knowledge on the subject. While I don't use all the questions they compose, and the ones I do I don't use verbatim, it usually provides a good start.

2. Since I'm writing white papers and case studies, (or editing podcasts that are effectively white papers and case studies) I always write down at least these four questions:

a. My standard ice-breaker: How much time have you set aside for today's meeting/teleconference”
b. What was the fundamental business problem you were trying to solve?
c. How did you solve the business problem?
d. How did your solving the problem affect the business?
(Notice, too, they’re all personal rather than the more passive and impersonal “What business problems was the company trying to solve?)

From there, you can go on to:

What had you tried before going with the solution that worked?

What bottom line benefits did you experience? (IRACIS: Increased Revenue, Avoided Costs, Improved Service)

Where did all the project resources come from?

If you had to do it again, how would you change your approach?

Finally, I always finish with this question:

Considering what you know now, what bottom line recommendations would you make to other executives who are experiencing a similar problem?

Here’s a sample set of questions I composed for an podcast interview on “Offshoring Governance.” Because it was a podcast, I wasn’t necessarily focused on “problem/solution,” but it gives you an idea of the questioning flow. The respondent composed about half the questions.

Q. GOOD MORNING, ERNIE. HOW MUCH TIME HAVE YOU SET ASIDE FOR TODAY’S INTERVIEW?
[ZIBERT]
Q. IN MY INTRODUCTION, I SAID I THOUGHT YOU WERE IN YOUR COMPANY’S OFFSHORING HOT SEAT. PLEASE TELL OUR LISTENERS A LITTLE ABOUT YOUR ROLE AND RESPONSIBILITIES AT HP.
[ZIBERT]
Q. WHAT CAREER PATH DID YOU FOLLOW TO ARRIVE AT YOUR CURRENT POSITION WITH HP?
[ZIBERT]
Q. I READ YOUR CURRICULUM VITAE AND IT MENTIONED YOU HAD A “PASSION FOR OUTSOURCING SUCCESS.” HOW DOES THAT TRANSLATE TO “OFFSHORING SUCCESS?”
[ZIBERT]
Q. EARLIER I MENTIONED “OFFSHORING GOVERNANCE.” WHAT DOES THAT MEAN TO YOU?
[ZIBERT]
Q. WHY IS “OFFSHORING GOVERNANCE” IMPORTANT?
[ZIBERT]
Q. WHAT ARE THE MOST VISIBLE CHALLENGES IN OFFSHORING, ESPECIALLY IF A COMPANY WANTS TO DO IT WELL?
[ZIBERT]
Q. WHAT ADDITIONAL COMPLICATIONS DOES THE RELATIONSHIP WITH THE OUTSOURCING PARTNER BRING TO A BUSINESS?
[ZIBERT]
Q. WHAT ROLE DOES GOVERNANCE PLAY IN MAKING YOUR OFFSHORING VENTURES A SUCCESS?
[ZIBERT]
Q. HOW CAN YOU TELL WHEN YOUR GOVERNANCE MODEL IS FAILING YOU IN AN OUTSOURCED OFFSHORING RELATIONSHIP?
[ZIBERT]
Q. WHAT HAPPENS WHEN THE OFFSHORING GOVERNANCE MODEL FAILS?
[ZIBERT]
Q. HOW DO YOU FIX A FAILED OFFSHORING GOVERNANCE MODEL?
[ZIBERT]
Q. ONCE A COMPANY HAS THE RIGHT GOVERNANCE MODEL IN PLACE, HOW DO THEY ENSURE IT STAYS ON TRACK?
[ZIBERT]
Q. IT SOUND TO ME LIKE MANAGING YOUR INTERNAL CUSTOMER’S EXPECTATIONS MIGHT BE A BIG PART OF YOUR JOB. HOW DO YOU ENSURE THEY DON’T GET ANY PROGRAM SURPRISES?
[ZIBERT]
Q. BASED ON YOUR EXPERIENCE, WHAT WOULD YOU RECOMMEND TO OTHER EXECUTIVES SITTING IN THEIR RESPECTIVE COMPANY’S OFFSHORING HOTSEATS?

I think Toby could be the next presenter on this topic -- thanks for the great information! One other question that Larry partially answered was about "standard" questions. His were pretty specific to entertainment writing. I was wondering what some of the standards are in a business environment.

Mike - many thanks to you for making this forum available!!

All the best,
- J

Some additional thoughts from my white paper on White Paper Marketing.

When developing a white paper or case study for a B2B company, I follow the same process:

1. I meet with the principal or principals to complete a Creative Brief. The principles are the people in the company that commissioned the white paper or case study. I use the Creative Brief to collect all the meta data about thw white paper or case study such as due date, key messages, target audience, theme, call to action, timeline, contact information for SMEs, and approvals. Generally speaking, by the end of the CB meeting, I've got a good sense of the title, theme, and direction.

2. I schedule and conduct an Orientation Meeting with the SMEs. I explain the process, tell them how the content is going to be used, and what they can contribute to ensure the best possible product. At the end of the meeting I send them a blank bio sketch form, a release for their signature, and a blank questions form (I ask them to compose 5 to 10 questions they'd like me to ask them that gives them the best opportunity to share their knowledge).

3. Once I get the above information back, I schedule the recording or recordings. Before the recording, I'll prepare an interview script that includes their questions along with questions I've composed to make certain that the territory is completely covered. I send them the interview questions.

4. I conduct the interview on the scheduled date, recording it in its entirety. 90% of my interviews are via teleconference. At the end of the interview I ask the SME if they have any documentation that might help my research.

5. I edit the junk out of the recording and I send the recording off to escriptionist.com to have it transcribed.

The transcripts are treated like written research. When I use the transcripts for quotes, I edit them for grammar, punctuation and clarity. I've never had an SME ask me to reverse my changes.

Hope this helps.

Cheers.

t.

Michael - Thanks for making the three-part series on White Paper writing available to all of us who took the Interviewing teleclass. That was very generous of you and I wanted to add that I appreciate the way you go the extra mile for writers like me who want and need to learn more. I'm also learning a lot out of this discussion, too.

In B2B interviewing I've done - mostly by phone - it's so important to make the interviewee feel comfortable with the scope of the interview and with your ability to translate what they tell or convey to you in the correct context. I've found that it's a good idea to ask (towards the end of the interview) if there was anything that wasn't covered that the interviewee might feel was important or relevant. Sometimes you'll get a bit of information there that reshapes or refocuses what you've already learned. Or, as Mr. Grobel said, takes you in a new direction.

Like June, I've found that checking direct quotes by phone or e-mail is the best way to handle an interviewee who wants to make sure that they've been quoted in context. Sometimes, people you interview have been "burned" by a journalist. Once they've been misquoted or misrepresented, they may be uneasy over talking to anyone.

Toby,

Thanks for posting the release form. That's terrific.

Toby - Thanks so much for your helpful advice. I especially appreciate your links!

Jill - You asked what to do when a client has made a “preview” a condition for being interviewed. I email (or telephone) and only provide the direct quotes. That way, they don't wordsmith the entire article or white paper. I find that there is less chance of the client revising the quotes if you phone instead of sending email.

Rick - I tend to instead call over the phone and verbally read a few points that need verification. Also, I often ask my company contact/point person on the inside to help me route the doc. to the appropriate folks for approval.

Toby - Nice of you to post that for us!

Mike --
Any experience with sending a discreet chunk of a white paper to the SME who provided the information via interview to review it for factual accuracy?

Good morning, Christine...

You can find the Consent and Release Form you asked about here:

http://www.b2bmarketingpro.com/CARF.doc

I highlighted the areas that you'd have to change to use it for your busines.

Cheers.

t.

Hey Jill;

It is very RARE that such a demand is made. As I had said earlier, I have done hundreds of interviews and not one person has ever made such a request.

My response would be something like this, "I think your opinion is very important for this piece. The industry standard is not to provide such a preview and this would set back my deadline. I really want to work with you. Can we please proceed?"

Mike

Although it's a grind, transcribing interviews personally can help absorb and understand the information. Using a foot pedal and free PC transcription software (http://www.nch.com.au/scribe/) at least reduces the tedium.

Following up Jan's question about people who want to see the interview/article before it's published. What if it's a client who has made a "preview" a condition for being interviewed? I know they will give great quotes and do want to quote them directly, but I'd rather not share the piece in advance. However, I don't want to risk upsetting a client. Is there any diplomatic way to say no? Thanks.

Toby
Thanks for all the excellent interview recording tips. Could you please post or link to a copy of the interviewee release form you mentioned? I'd really appreciate that. Thanks.

...sorry. Another thought. I bill the escriptionist costs back to my client since I promise them a transcript of all my interviews. I've never had anyone complain.

You can find escriptionist's rates here:

http://www.escriptionist.com/transcription-rate...

They charge by the recorded minute: $1.50/min for 3 day turn around up to $2.75/min for 24 hour turn around.

...another couple of thoughts on recording. Before I record any interviewee, I have them sign a release. If you don't have one, let me know and I'll send you mine to copy from.

It's especially important when your recording over the phone that you start the recording by saying you're recording the conversation, and ask each of the participants if you have their permission to do so. In Virginia, you're also required to remind them every 30 minutes that you're recording the telephone conversation.

Toby - Awesome and thanks for your comment!

How much dos it cost for transcripts of about 1 hour and what is the turn time?

Do you use a transcription service? and what kind of tape recorder would you suggest?

I record all my interviews, and I take notes as well. I use a Marantz PMD660. It's a high end portable digital recorder. It records in MP3 format directly onto CompactFlash Cards. A 1GB card will record 17 hours of high quality stereo audio. Most of my recordings are via teleconference so I use a JK Audio Quick Tap to record directly from the phone line. On face to face interview I take two Sony MP44 lavalier microphones with me, and clip one to me and the other to the interviewee.

I also carry an Olympus DS-2 digital micro-recorder with me at all times. You never know when you're going to need a recording.

I have everything trascribed by www.escriptionist.com. My contact is Lindsey David. Great prices and turnaround. lindsey@escriptionist.com. 1-877-267-0990.

Let me know if you have any other questions.

Glad to know expert writter do the same think as me, making note during the interview. I used to make notes to push me focus on the conversation although recording is more practice.